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Homeowners expect more than a job well done—they expect the whole process to feel easy. From quick booking and clear updates to proof the job was done right, professionalism today is measured by how smoothly you run the experience, not just how well you do the work.
Housecall Pro’s 2025 survey of over 1,000 U.S. homeowners reveals how customers choose who to hire, who to trust, and who they call again.
Key takeaways
Homeowners pick Pros based on the entire service experience, not just the job quality.
Service experience drives decisions: Homeowners prioritize speed, communication, and reputation.
Digital convenience is expected: Online booking, digital payments, and professional websites influence hiring.
Proactive communication builds confidence: Text updates, technician ID, and consistent messaging provide reassurance.
Transparency wins jobs: Instant estimates, clear pricing, and payment options help Pros close jobs faster and reduce friction.
Systems turn good jobs into loyalty: Photo proof, follow-up messages, and consistent processes drive referrals and repeat business.
Jump ahead
- Service experience now determines who homeowners hire
- Customers expect digital-first service
- Communication and job updates build homeowner trust
- AI helps Pros improve response time and personalization
- Transparent pricing wins more jobs
- Homeowners expect photo or video proof after every job
- Follow-ups drive referrals and repeat business
- Summary: What do homeowners care about most when choosing a Pro?
- Methodology
Service experience now determines who homeowners hire
Price and skill still matter, but they’re no longer enough. Homeowners now care just as much about reliability, communication, and ease. Over 70% would pay more for a Pro with a better service reputation, and almost all say speed and transparent pricing impact who they hire. Meet those expectations, and loyalty follows. Seventy-three percent of homeowners say they would refer a Pro after an excellent experience.
Systems and communication are the real differentiators. Pros who run seamless operations build reputations that do the selling for them.
Customers expect digital-first service
Online booking, digital payments, and professional websites are no longer extras—they’re expected. Eighty percent of homeowners factor in online booking when deciding on a Pro, and across generations, 96% expect a user-friendly, professional website. While millennials are over three times more likely than baby boomers to rehire a business based on ease and convenience, this is no longer just a generational divide.
Technology is now a signal of professionalism. The businesses that make digital convenience part of their brand will stand out.
Communication and job updates build homeowner trust
Most service frustrations among homeowners are about communication, not quality. Nearly 60% of homeowners appreciate seeing a technician’s name and photo before the visit, and many now anticipate text updates as the job progresses. When communication breaks down during arrival, pricing, or status updates, any trust that’s been built is at risk.
Clear, proactive communication reassures customers and prevents problems before they happen. The most successful businesses use systems to make communication effortless and automatic.
AI helps Pros improve response time and personalization
Artificial intelligence isn’t replacing the human touch, but it is making it easier to deliver. A majority (53%) of all homeowners are comfortable with AI handling initial inquiries, and that comfort is even higher among millennials. Nearly every homeowner says speed influences who they hire.
AI helps Pros respond faster and provide 24/7 customer service without losing the personal connection that builds trust. When automation handles the basics, Pros have more time to focus on people.
Transparent pricing wins more jobs
Price only becomes a problem when it’s unclear. Customers want options, clarity, and flexibility. Instant estimates can help win the job on the spot. Hidden fees, on the other hand, are deal-breakers. Over half of homeowners also expect flexible payment plans or financing options.
Upfront, structured pricing is one of the best ways Pros can show professionalism. It turns uncertainty into confidence and creates a fast path to “yes.”
Homeowners expect photo or video proof after every job
Customers trust your expertise, but they also want to see the results. Sixty-eight percent of homeowners now expect photo or video proof of completed work, and another 28% say it’d be nice to receive it. Visual proof turns good work into visible value—and drives reviews and referrals that words alone can’t.
For Pros, that means every finished job can become a marketing asset. When you show your work, you close the job and open the door to the next one.
Follow-ups drive referrals and repeat business
Service doesn’t end when the job is done. Homeowners both notice and reward a Pro who follows through. Seventy-three percent of homeowners would refer a business after excellent service, and most (68%) say they’d hire the same company again. Small gestures go a long way toward building lasting relationships.
For Pros, a thoughtful follow-up keeps your business top of mind. It’s good manners and good growth strategy.
Summary: What do homeowners care about most when choosing a Pro?
Today’s homeowners are hiring for process, not just skill. The businesses that win are the ones running smooth, system-driven operations that make every step feel easy and transparent.
At Housecall Pro, we help service businesses deliver that next-level experience, with tools for online booking, instant estimates, photo proof, automated reviews, and follow-ups that run on autopilot.
Next, read the full report to see how top-performing Pros are using systems to turn everyday jobs into lasting customer loyalty.
Methodology
This survey was conducted online on October 23, 2025, with 1,040 U.S. homeowners via SurveyMonkey Audience. All respondents were screened as household decision-makers, and results were demographically balanced to U.S. Census standards.
FAQ
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How can I improve customer service in my home service business?
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Start by making the whole process easier for your customers. Keep pricing clear, send updates along the way, respond quickly, and check in after the job is done. Tools like online booking, instant estimates, and jobsite documentation can make these steps easy to implement while showing customers you care.
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What are the most common homeowner frustrations during service visits?
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The top frustrations include late arrivals, unprofessional technicians, unclear pricing, and lack of updates. Proactive communication and transparent pricing significantly reduce these pain points.
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Do homeowners trust AI tools in customer service?
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Yes. More than half of consumers are comfortable with AI handling initial inquiries, especially younger homeowners. AI helps Pros respond faster and maintain consistent communication without losing the personal touch.
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How can I use AI to improve customer service?
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You can use AI to handle things like answering initial questions, scheduling appointments, and sending reminders. This frees you and your team to focus on the personal touches that really build trust. Tools like Housecall Pro make it easy to stay fast and consistent without losing that human connection.
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How do you politely follow up with a customer?
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Keep it simple and helpful. Send a short message thanking them for their business, check if everything went well, and offer any tips related to the service. Personal touches make customers feel appreciated and keep your business top of mind.
